our case

Trailgating

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Project
Bourbon Trailgating
Crafting delicious content to fire up a launch

FROM

INDIFFERENCE

/01

“The Oklahoma Joe’s brand makes legit traditional wood-fired smokers, but electric pellet grills? Not sure I’m not sold on that.”

THROUGH

INSIGHT

/02

Oklahoma Joe’s needed to drive consideration and sales with people whose passions included BBQ but weren’t limited to it. We discovered that our target audience was also nuts about something else with wood-fired flavor: bourbon.

TO

BOURBON

/03

We hit the road with the Oklahoma Joe’s Rider DLX pellet grill and award-winning chef Edward Lee, who created a bourbon-inspired recipe at four historic Kentucky distilleries. The content series forged an epic connection with our bourbon-and-BBQ-lovin’ audience.

let’s see
the real results

33MM

Video views

(against a benchmark of 28MM) 

50%

YoY sales growth 

11.8MM

People reached

(against a benchmark of 9.8MM)

3.3MM

Completed video views on social 

214k

Landing page visits

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